CBA Webinars

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Jake Fowler

How US Banks Have It Wrong On Primacy

Recorded On: 04/09/2020



Mindy Hauptman, Partner and Associate Director, Retail Banking, Boston Consulting Group


The webinar will discuss results and implications of primary research recently conducted by BCG to understand the changing nature of customer primacy and relationship banking.

The research addressed the following questions:

  • Who are today’s primary checking customers?  Do traditional definitions align with how customers use and view their accounts?
  • Does holding the primary checking account provide the same benefits as in the past, especially the ability to sell add-on products?
  • What are the paths to primacy?  Is the checking account the only viable anchor product?  Can additional checking accounts become primary?  How stable is primary status after it has been achieved? Do the critical Gen Z and Millennial cohorts view their primary checking account in the same say as earlier generations?  Are they amenable to establishing deeper relationships with their primary checking providers?


  1. Why understanding customer primacy is critical to retail banks’ success
  2. Research findings that upend conventional wisdom about customer primacy
  3. Actionable responses to acquire and retain primary checking customers


  1. Understand attitudes and behaviors of consumers who are opening new primary accounts
  2. Learn how common misperceptions may cause to you overlook attractive customer opportunities
  3. Learn how to leverage these insights to unlock revenue growth

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Mindy Hauptman

Partner and Associate Director, Retail Banking, Boston Consulting Group

Mindy Hauptman is an Expert Consultant specializing in Retail Banking.  She has over 20 years of financial services experience, focused on product development, product management, distribution strategy, and financial wellness.  She also has a deep understanding of consumer research and the fintech arena.  Mindy works with banks to accelerate their revenue growth through product and pricing innovation, personalization, salesforce effectiveness, and operating model redesign.

Before joining BCG, she held positions in Marketing, Product Management and Branch Strategy at TD Bank and ran Advisory Services at the Center for Financial Services Innovation.

In her personal life, Mindy enjoys choral singing and crossword puzzles, and is an avid traveler.


04/09/2020 at 12:00 PM (EDT)  |  Recorded On: 04/09/2020
04/09/2020 at 12:00 PM (EDT)  |  Recorded On: 04/09/2020